Source: Treasury Wine Estates

The bottle features a picture of a transported convict, Thomas Delany

Treasury Wine Estates has launched what it claims is the UK’s first coffee-blended wine under its 19 Crimes brand.

Called The Deported, the wine is a red blend infused with Colombian cold brew coffee (rsp: £10/750ml).

Its bottle is – in keeping with the brand’s theme of criminals who were exiled to Australia in the 19th century – adorned with a picture of a convict, called Thomas Delany.

Treasury said the NPD “demonstrates the brand’s ambition to push the boundaries within the wine category and recruit a new diverse set of consumers”.

Shoppers were “constantly looking for new and exciting products within the category and we’ve seen that under-35s are intrigued by wine fusion products”, added Treasury EMEA head of marketing Ben Blake.

“By blurring the categories and crossing into new territories, we’re confident this new proposition will ignite consumers’ interest to further discover the category”.

19 Crimes has done exceptionally in the mults since its 2015 UK debut: in 2020 alone it more doubled its value, growing to £42m on the back of huge distribution gains [Nielsen 52 w/e 5 September 2020].

Last October saw the brand launch into the steadily-growing bag-in-box market with a 1.5-litre SKU.